We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
When's the next time you plan to refurnish your home?
Please select one.
When's the next time you plan to refurnish your home?Survey Results
347 Money Focus:
927 Waste Focus:
889 Quality Focus:
447
Aggregate Insights
Despite the plurality vote for "Not planning on it," the majority of respondents (55%) indicate that they intend to refurnish their homes within a year.
Of those planning to refurnish their homes, 40% plan to do it within the next three months, representing an opportunity to market sustainable furnishings in the immediate term.
Future polling could explore the types of projects that people are interested in pursuing, either specific pieces or specific rooms.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
347 Money Focus:
927 Waste Focus:
889 Quality Focus:
447
Split Insights
The overperformance of "Not planning on it" among the waste-focused audience suggests (a) that they see refurnishing as a wasteful activity and (b) that there's a meaningful opportunity to educate them about eco-friendly furnishing options.
The overperformance of "Within 3 months" among the money-focused audience suggests an appetite for cost-effective furnishing options.
Further polling could retarget the waste-focused audience to test sentiment around eco-friendly forms of refurnishing — e.g., circular brands, thrifting, upcycling, etc.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 14 syndicated web articles. It received a total of 2,770 responses and generated segmented data across 4 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
